Country Foods
Client
SATS
Project
Rebranding for aviation catering in Singapore (2020).
Credit
Teamwork developed by Superunion.
Rationale
The SATS brand drives trust more than any other brand in the aviation and institutional catering spaces. But when it comes to consumer products, SATS does not drive desire.
A new brand was needed to help consumers choose their products without associating the product with airline food. SATS had begun to use the Country Foods name in the B2C sector of their business but had not yet found it a visual identity to match.
The challenge was to ensure that the strategy and visual identity balanced the traditional 'farm-grown' connotations of "Country Foods" with modernity and innovation. This was best captured through the essence of the brand idea: "Food Smart". A brand that uses technology to make it possible for everyone to eat well.
